BBC International, the big American footwear licensee based in Florida, has taken over Feiyue, a Chinese brand of colorful, vulcanized sneakers that was relaunched by French entrepreneurs in 2006. The terms of the transaction have not been divulged. BBC is upgrading the collection, using fashion-forward styles and premium materials, for the spring/summer 2015 season. It is also setting up a dedicated sales team for the U.S. market under the leadership of Cynthia Ali, a former official of Nine West, Sam Edelman and Jimlar. The international distribution of the brand is set to be widened beyond Europe, South Korea and South Africa.

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